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A pair of classic sunglasses on the tablefeature Havaianas rubber touch, similar to the rubber used for its soles,as well as its raised logo and flag in vivid summer colours. The collectionwas launched in Havaianas stores and franchise locations around the globethis spring and has been doing well. “People are surprised, they like it. ”Another way Havaianas aims to continue surprising consumers is through itsfootwear innovation, although for a 55 year old brand which specializes inone of the most simplistic shoe styles, innovation isn’t always very easy. “In terms of product innovation, we have looked to reinvent other types offootwear, like the espadrille. ” Havaianas remade this traditional styleusing their rubber sole instead of rope and the reinvented shoe wasreceived very well. Havaianas has also launched a number of new sandalstyles as well, such as the Luna, Freedom, and Allure, which have a loopedclosure linking the front of the sandal to the back and feature differentmaterials such as eco leather. “I like the combination of the verytraditional shape with our rubber sole, which is very distinctive ofHavaianas. This way you create a product which is unique and comfortable,as well as functional. ”However retail location is just as important to Havaianas as productinnovation. “EMEA is the home of most of the leading fashion weeks in theworld and a huge concentration of cultural capitals such as London, Paris,Rome, Berlin…these are areas of influence globally and for the brand, orany brand, it is so important to be here and work here,” says Prou.

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